Big Data with Geospatial Tech

enabling innovations
Session -7

“Every single new twenty-first century data

source contains location.”
Simon Thompson (Director, Esri Commercial Industry)

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Introduction: Geospatial Data
 Geospatial data— is, data with location information—is
generated in huge volumes by billions of mobile phones, sensors,
and other sources every day.

 A spatial identifier referring to a position on the earth: a house,

building, road, lake, mountain, or countless others.

 Geospatial analysis is the process of gathering, displaying, and

processing of imagery, GPS, satellite photography and
historical data, described in terms of a street address, postal
code, or forest stand identifier as they are applied to geographic
models.
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 Categories of Data for
Geospatial Tech

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 1.Vector Data
 Vector data is data that has
a spatial component, or
X,Y coordinates assigned to
it.

 It consist of points, lines,

and polygons which
represent spatial features
such as cities, streets, and
rivers.
 Point
 Lines
 polygons

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 2. Numeric Data

 Numeric data is
statistical data
which includes a
field that can be
joined with vector
files so the data
can be queried and
displayed as a layer
on a map in a GIS.

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3.Raster Data
 Raster data is data in a .JPG,
.TIF, .GIF or similar format.

 Images taken with a digital

camera produce these same
types of files.

 It consist of cells (often called

dots or pixels on a computer)
which represent spatial
features.

 Cities are single cells,

 Streets are lines of cells, and
 Rivers are collections
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4. ALL PUT
TOGETHER

 Polygons (properties),
lines (streets), points
(trees) and raster
images (air photo) are
separate layers
integrated into one
map.

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Want to see Geospatial Data

 http://libguides.library.arizona.edu/GIS/databases

 https://researchguides.library.syr.edu/c.php?g=258118&p=1725991

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 Free GIS Data Sources:
Best Global Raster and
Vector Datasets (2019-20)

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 1. Natural Earth Data as a Source

Natural Earth Data The best part is Natural Earth Data is in public domain. So this means
that you have the right to disseminate and modify the data in any manner.
 Supported by the North American Cartographic Information Society (NACIS).

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 2. Esri Open Data Source
 Esri Open Data is the hidden gold mine of free GIS data.
 It lets you explore over 67,310 open data sets from 4,092 organizations worldwide. For
this reason, we have it at the top of our list of free GIS data.
 In any case, the search is convenient with a map preview of the extent and table.
Alternatively, you can search by topic or location and download data in multiple GIS
formats.

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3. NASA’s Socioeconomic Data and Applications
Center (SEDAC) Source
 NASA’s Socioeconomic Data and Applications Center (SEDAC) is all about
human interactions with the environment.
 Global free GIS data
 Socioeconomic data (agriculture, climate, conservation, governance, hazards,
health, infrastructure, land use, marine and coastal, population, poverty,
remote sensing, sustainability, urban and water)

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 4. Terra Populus Source
 Terra Populus (TerraPop for short) is the only system that incorporates and integrates
both census data from over 160 countries around the world, as well as environmental
data describing land cover, land use, and climate.
 The census data in TerraPop include individual and household-level records from more
than 80 countries around the world and spans up to six decades, from the 1960s to the
present.
 Area-level, micro-data & environmental data describing land cover, land use, and
climate.

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Layered Sensing Network
 These layered sensing networks—

 layers of data sources,

 ranging from sensors on the
ground to vehicles and
 mobile devices to drones to
satellites,

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 Applications: location
based Analytics

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1. What Is the Best Place to Open A New
Business?
 No matter whether you are opening a new business or
extending your current network of stores–a wrong decision on
the new location can ruin the investment and damage your
career.

 That’s why CleverAnalytics combines multiple datasets and

metrics and distills them into easy-to-understand reports for
identifying the best location possible from a number of
acceptable locations.

 CleverAnalytics
 https://www.cleveranalytics.com/blog/cleveranalytics-launches-new-version-platform/16
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 Caselets (location Analysis Examples)
1. Food chain Whole Foods, now owned by Amazon, picks their locations
based on many factors, not just population density in a neighborhood.
They found that one of the key drivers that determines whether patrons
will shop at their grocery stores is their level of education. As a result,
their site selection process looks at locations with a higher per capita
level of college degrees.

2. Costco takes into account population trends to ensure that the

neighborhoods in which they locate their stores can sustain sales of their
bulk-packaged products.

3. Walmart uses advertisements to see how far people will go to buy

products at their stores. They track usage of mobile advertisements and
create a geofence boundary to identify who goes where to buy what.
This analysis helps them with their site selection for new stores.
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 2.Operational Effectiveness at Retail Store
 Knowing how many people are in your store at various times can
assist with staff planning and scheduling

 How people use the store gives huge insights into the use of your
valuable real estate

 E.g., the customer who spends 20k per month in your store is
probably someone you want to dedicate a resource towards, so
being automatically notified when they are enter your store is
probably a very important to keep up the relationship with high
quality customer service.
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3. Customer engagement
 Used to engage customers to deliver greater services and superior
experiences thereby providing them with opportunities to increase their
spend.

 Imagine a loyal customer entering the store and automatically bringing up

their shopping list, stored on their app from last week’s shopping trip.
 What if the store could automatically navigate the person to find their
products within the store.
 Then, imagine being able to push select promotions over the Wi-Fi
network to the customer’s smartphone based upon who they are, what
they have bought before and where they are in the store.
 Now that’s highly personalized location based promotions.

 It present the opportunity to increase the size of their shopping cart.

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 4. Social Check-In
 Use of Geo location on social media

 Another is when companies offer suggestions based on the

consumer’s location.

 This is most easily and notably used by restaurant

applications like EatStreet.

 These apps can provide personalized recommendations based

on the consumer’s location, previous interactions on the app
and other factors.
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 5. Power of Location: Case of Netflix
 Netflix can benefit from analyzing rental patterns of the regions
designated by zip codes.

 Figure-
 Titles were listed in the approximate order of popularity across
selected metropolitan areas.
 The most rented movies in a specific region are significantly
different from those in another region.
 Such patterns are very useful for recommending movies to their
users.
 In addition, the future location of a human can be predicted by
analyzing his/her records of previous traces.
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6. To identify specific customer segment in
an area: Case of Pressto
 Pressto – Spain originated la tintorería & lavandería servicios (Dry cleaning &
laundry) successfully marked its entry in India in 2008 and now servicing to
more than 50,000 satisfied customers across Mumbai & Delhi.

 Pressto has an aggressive plan to increase penetration in the above two cities
in coming months in addition to growing in newer cities in India.

 Objective:
 To assess the business potential for existing and potential stores to set an
internal business target.
 To identify a concentration of specific customer segment in an area to
conduct focus marketing.
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Methodology
 Quantta analyses customer segment and catchment area for
each store.
 It has been observed that people living within 1 km radius from
the store are the most frequented customers.
 People living between 1 and 3 km visit the stores infrequently
 3 km radius around a store is considered as a catchment area.
 The entire area is divided into 1km × 1km grids to determine
business potential at a micro level.
 High-resolution satellite image processing technique is utilized
to segment buildings into different categories like commercial
vs residential, permanent vs non-permanent structures, open
space vs inhabited area, etc.
 Business potential is further refined using a distance of
household from the store.
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Benefits
 Determine business potential for each store, which is used
to set business targets
 Micro level analysis helps the client to determine market
share at each grid (1km × 1km).
 GIS heat map helps the client to visualize each grid based
on business potential and existing market share. This helps
the client to formulate detail marketing plan by micro area
 Estimated benefit is 20% additional revenue and 10%
reduction in marketing cost

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 heat map by grid in terms of
attractiveness.
 Darker the colour is higher the
attractiveness of the grid
 It helps the client to identify
the attractive areas around the
existing store
 Provides an additional
information about important
POIs (point of interest) for
marketing campaigns in and
around the area.

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7. Leveraging IoT via iBeacon to collect consumer data
 French supermarket chain Carrefour is one of the first retailers to extensively
pilot iBeacon networks across its stores.

 A beacon is a small Bluetooth radio transmitter. It's kind of like a lighthouse:

it repeatedly transmits a single signal that other devices can see.

 Customers can use mobile phones or tablets attached to shopping carts to

receive in-store routes and personalized promotions.

 As customers are guided around the store, the beacons collect data about
their behavior and purchasing patterns, which the retailer uses to
continuously improve operations and store layout.

 With more than 600 beacons deployed across 28 supermarkets, Carrefour has
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seen a 400% increase in its digital application’s engagement rate and a 600%
increase in app users.
8. Starbucks: Geo Targeting
 Starbucks uses geo-targeting well when it prompts its customers to enter a
store that is close to where the customer is located.

 Effective Mobile Experience:

 Starbucks’ app makes their loyalty program more interactive and more
effective.
 The app makes it easy to see how many “stars” (points) you currently
have, as well as make orders and payments right from your phone.
 You can even use the service to find the nearest Starbucks location.

 Collaboration and tie up with other Retail stores:

 Starbucks was able to expand the scope of its loyalty program by
introducing points for purchases outside of their retail locations.
 Starbucks sells many products outside of their retail locations, including:
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coffee beans, tea, K Cups, and ready to enjoy drinks.

 Types of Geospatial Technologies
 Remote Sensing:
 imagery and data collected from space- or airborne camera and sensor platforms.
 Appropriate for monitoring humanitarian needs and human rights abuses

 Geographic Information Systems (GIS):

 a suite of software tools for mapping and analyzing geospatial data.
 GIS can be used to detect geographic patterns in other data, such as disease clusters resulting
from toxins, sub-optimal water access, etc.

 Internet Mapping Technologies:

 software programs like Google Earth and web features like Microsoft Virtual Earth are changing
the way geospatial data is viewed and shared.

 Global Positioning System (GPS):

Only  The idea of GPS is essentially a web of satellites that transmit data to monitors, antennae,
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and receivers.
 GPS, Cloud and Big Data
 Here’s an example of how GPS is already integrating with the cloud and
cars: TSheets Time Tracking is a startup with a cloud-based app.
 The app doesn’t just allow employees to clock in and out of work on their
computer—GPS integration allows managers to view where their mobile
employees are the entire time they’re on the clock.
 The data goes to the cloud so that managers, as well as employees, can view
it on the app’s interface in real time. Once the employee clocks out, the GPS
shuts off.

 This is the same type of platform employed by the biggest driving app
company out there right now: Uber. If you’ve ever taken an Uber before, you
know you can watch the driver on your screen via GPS.

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1.Big Data Startups: SpaceCurve
 One of the big data startups that deals with
geospatial analytics is SpaceCurve.

 The technology that SpaceCurve is developing can discover

underlying patterns in multidimensional geospatial data.

 SpaceCurve’s algorithm can index geospatial polygon data in

real-time as well as analyze social and semantic graphs on
very large parallel systems.
 This analytics will provide valuable insights for organizations
to make better decisions.
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2.Big Data Startups: Loqate
 Another big data startup dealing with geospatial data is
Loqate.
 Loqate claims to be the world’s most complete global
geocoding engine, enabling a latitude-longitude co-
ordinate to be added to any address to ensure quality.
 They have developed several products to parse,
standardize, verify and clean address data from all over
the world.
 Each address can receive a latitude-longitude coordinate
so the address can be and entered into Geographic
Information Systems or used in Location Based Services.
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